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Jessops Back At The Top

Jessops Back At The Top - Jessops is popular once again within just a few days of relaunching.

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Jessops store opening
Peter Jones CBE and James Corden at launch of Jessops Oxford Street store on  March 28 2013.

Jessops is once again proving to be popular after relaunching just a few days ago.

A Twitter campaign from its new chairman and CEO Peter Jones CBE trended worldwide, and then proceeded to go viral. Since relaunching the iconic camera retailer on Thursday, the Dragon and Jessops owner has been running an Easter Twitter challenge, #4daysofJessops, asking people to tweet Jessops their Easter wishes and photos, with lucky entrants winning loads of great prizes including DSLRs.

The Jessops official hashtag #ImageisEverything topped Twitter trending ahead of Olly Murs, Justin Bieber and Easter Monday. It then trended worldwide as more and more people entered into the spirit of the 4DaysofJessops campaign.

Six Jessops stores have opened their doors over the course of the Easter Weekend, with up to 30 more to follow throughout April. With anticipated Year 1 revenues of £80m, the revived Jessops is creating 500 jobs on the UK High Street.

Peter Jones, chairman and CEO of Jessops, commented: "I’ve been overwhelmed by the upbeat public response to the Jessops relaunch, both on the High Street and over Twitter."

"We’ve been inundated with messages of support and entries for #4daysofJessops. To see Jessops' new slogan "Image is Everything" trending worldwide this morning was amazing. I've been very touched by the great British public who have got behind me since I purchased Jessops. It's great to see such an iconic high street brand come back alive so quickly."

For more information, visit the Jessops website.





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Comments


I have a great deal of respect for Peter Jones and I hope that this venture succeeds because Jessops has had a high street presence for so long that it would be a shame to see yet another brand disappear.

What I can't quite work out is how the new owner is going to generate sufficient profit for it to be a success. Jessops had 196 stores with operating costs of 8m and Mr Jones has stated operating costs of 1.5m for 40 stores - a reduction in costs of 12% pro rata.

He expects that people will order online and pick up in store, but I suspect that people will go back to doing what they have for several years - get all touchy-feely and advice in the store and, for non-VAT-registered buyers, bugger off to Amazon and find a non-VAT-registered supplier so that they can save the 20% uplift and drop the saving into the weekly fuel/food/heating budget.

I know that there's been huge support for the relaunch (see above) but when it's a recession-based choice between fed children and misty eyes about a 'cherished brand', the kids are going to come out on top.

I hope that Peter proves me wrong, but I think that against the purchasing power of Tesco and Asda for amateur kit and the service (and prices) of WEX and the like for pro gear he's going to find it a struggle to establish a market.

I now fully expect to be castigated for my negativity (which we used to call analytical pragmatism).

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